Average position 16 → 9 across all course landing pages
THE CHALLENGE
Codecademy's course landing pages were written by Instructional Designers. They knew the course material well. But they never optimised the pages for SEO. No keyword targeting. No metadata optimisations. No FAQs. They did end up ranking for a few keywords, but mainly because of the brand authority. The gap between what these pages could rank for and what they were actually ranking for kept growing with every new course that launched.
THE APPROACH
The obvious fix was to train the IDs to write SEO optimised copy, or get an SEO writer to write the copy. But the company was producing courses faster than anyone could keep up.
The IDs had the course-specific knowledge that made the copy credible. And I had the keyword research and competitor context that could make the pages rank better. So, I built a tool that brought both together in the workflow that was already being used.
WHAT I BUILT
A Claude-powered tool for landing page copy generation
It took inputs from the IDs:
• A course summary
• Target keywords (researched by me)
Then it researched what was already ranking for those keywords. It asked the ID targeted questions about what to include and exclude. Finally, it generated full landing page copy that was marketing-optimised and partially aligned with the brand voice.
The IDs always reviewed and edited the copy before we took it live.
THE RESULTS
2-3 hours → 30 minutes
Time to write copy per page
~16 → 9.9
Average position
GSC DATA FOR THE AVERAGE POSITION OF ALL LANDING PAGES
Source: Google Search Console.
GSC DATA FOR THE TOTAL IMPRESSIONS OF ALL LANDING PAGES
Source: Google Search Console.